Transcript Business Writing

商务英语写作
胡云坤
May 26, 2007
Outline
• Part I Fundamentals of business writing
• Part II Criteria for effective business
Writing
• Part III Contents and formations of the
book
• Part IV Problems to be tackled in this
course
• Part V Requirements for teachers
Books that has influence on me
• Basic Business Communication (1991)
• By Raymond V. Lesikar
• Business communication ( 1998) ( 2005)
By Carol M. Lehman ( Thomson publishing
house)
Part 1 Fundamentals
• Theories related to communications
– Human needs
– Stroking and Johari window
– Theory X and Theory Y
– Marketing concept
– Intercultural knowledge /SRC
1.1 Maslow’s Hierarchy of Needs
Human needs
• Lower level needs
– physiological
– Safety
– Social
Higher level needs
- Esteem
- Self-actualization
1.2 stroking and Johari window
• Stroking
• Transactional term (相互作用分析） for
identifying the way others give recognition
to a person
• Positive stroke , E.g. receiving
congratulatory phone calls or letter
• Negative stroke, E.g. receiving hurtful
comments
Chapter 1
1.2 Trust Leads to Reciprocal Sharing Depicted in
Expanded Open Area
in Johari Window
1.2 Johari window
• 1. Free or open area---what we know
about ourselves and others about us.
• 2. blind area--- others know about us , but
we don’t know about ourselves
• 3. hidden area --- Things we know about
ourselves ,other don’t know
• 4. unknown area--- things we don’t know
and others don’t know about us
• The purpose is to expand the open area ,
decrease the bind and hidden area , therefore
leading to higher level of interpersonal sharing.
• Trust is something that must be earned.
• Trust and openness lead to better
communication between two people
• In business we aim at both task –oriented
communication and emotional communication
1.3 X theory and Y theory of
management styles
• Theory X :
• traditional style,
• meet lower level of human needs,
exercise strong control over the
employees,
• employ external incentives E. G. job and
paycheck
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Theory Y :
Modern style
Meet higher level needs
Balance control and individual freedom
Lessen the external motivation
E.G empowerment
1.4 Changes in marketing Mix from
4 Ps to 4Cs
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Product ---design or production
Price and place –distribution
Promotion--- marketing communication
The 4ps determine how a good or service
is made and provided , how much it cost,
where it is distributed and how it is
presented in all company communication
4 cs
• Customer –focus on customers wants and
needs versus product
• Cost – what it cost a customer to own a product
instead of how to price a product ( e. g. car/
considering the repair cost)
• Convenience ---focus how easy it is for
customers to acquire the product, rather than
how easy for the company to distribute it ( e.g.
Coca Cola convince restaurants to offer its
products , as well as making them widely
available in every type of stores
4cs
• Communication Traditionally promotion
has meant sending brand message and
offers customers, using one-way
communication. The new way of thinking
focuses on opening up opportunities for
dialogue, from telling and selling to
listening and learning
1.5 The self –reference Criterion
• The definition : The unconscious reference
to one’s own cultural values
• Cultivate culture awareness and culture
understanding
• Learn to be careful about using our own
cultural norms to judge people from other
cultures
Part II. Criteria for Effective
Business Writing
• 2.1 Courtesy --- treating people with
respect and concern /employing
- You –view points
- Conversational language
- words of positive effect
- do more than expected
2.2 Correctness - grammar, punctuation, spelling, ,
using accurate information
show respect to the receiver of the messages
2.3 Conciseness – write in the fewest possible
words without sacrificing completeness and
you-view point –time is money to the customers
-
• 2.4 Clarity –tells the readers exactly what
they want and need
- show concern for the readers
- Short sentence, familiar words
2.5 Concreteness – vivid, specific , action
verbs
• 2.6 Completeness –Include all the
necessary information and data in the
message
• Following the six cs standards, you can (1)
accomplish your task –get thing done ,
and (2) maintain goodwill with customers.
2.7 Patterns of Business Writing
• Direct order
good news and routine news
• Indirect order
bad news and persuasive messages
Part III. Organization of the book
3.1 contents
Principles of business writing ( 1-2)
Letters concerning transactions (3-7)
General letters ( 8-9)
Office communications ( 10-11)
Employment ( 12-14)
Proposal and report ( 15-16)
Business documents and questionnaires( 1718)
3.2 purpose
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To inform
Units 3.4.5.6. 10.11.16
To persuade
Units 7.12.13.14.15.16
To Entertain
Unit 8.
3.3 Organization of each unit
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Writing principle
Standard letters ( questions)
Samples for analysis
Language for writing
- notes
- useful sentence patterns
Exercises
Part IV Problems to be tackled
business writing teaching
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Motivation of students
Teaching materials
Teachers’ professionalism
teaching methods --
4.1 Students motivation for taking
the course
• Mostly they are pre-experience learner:
1) Prepare for their future working life in
business ( motivated)
2) get credits to graduate ( need to be
motivated)
3) Pass BEC test
4.2 Teaching materials
• No text book is perfect in itself or for a
particular teaching learning context
• Need to adapt and supplement in some
way for particular students and specific
teaching contexts
• Authentic materials
• Case study
4.3 Particular nature of business
writing teaching
• Is a branch of English for Special purpose
• Is more than specialized vocabulary
• involves with theories of applied
linguistics, socio-linguistics, pragmatics,
HR management, psychology, crosscultural communications
4.4 Teaching method
• Substituting
• Supplementing
• Adapting course book material according to
students interests or needs
• Pair writing or group writing
planning
drafting
revision
comment
Part V Requirements for teachers
• Strong interest in your teaching
• Proficiency in English language
• Knowledge of business communications
and of trade and marketing
• Understanding of students’ needs and motives
• Skill of class management
• Extra efforts at evaluating students performance